I love bread! I love making it, baking it, the smell of it, eating it and spreading it with jam! It is the most wondrous stuff and the staple of European food. To an outside observer it would seem that the British in general have ended their love affair with bread. The story is a rather middle-class first world problem, but also illustrative of creeping value loss.
I was lucky to grown up in a small rural town, isolated from the early wave of the supermarket takeover of the British high street. The town had a bakers shop, mainly baking bread for the townsfolk and local businesses such as hotels and restaurants. We had several butchers shops, a fishmonger at the weekly market and several greengrocers. We also had a local independent supermarket , which sold one of everything, basically all dry goods, it even had a cheese counter. Shopping meant walking from shop to shop to purchase your provisions.
Nowadays the town has a rather poor chain baker, is very fortunate to have retained a butcher and convenience shops (which are basically only good for alcohol and snacks). There is a huge supermarket, 7 miles away in the next town, a drive or a bus journey. Time wise, weekly shopping now actually takes much longer. How did this happen? How is the only way of getting a decent loaf of bread to travel 7 miles to buy flour and bake it yourself, indicative of a more modern efficient society?
Supermarkets came about as they offered a more efficient distribution network, offering lower prices, more choice and exotic goods. There were supermarkets in the big cities first. My family used to drive to the city (a three hour round trip) once a month or so, for shopping: books, LPs, clothing and anything else we desired. On the way back we would visit the supermarket to stock up for the month on dry goods, such as rice, as this was much cheaper and to be able to buy foods we couldn’t get at home.
Most people in the town did this kind of shopping (in those pre-internet times). This did impact on the local shops. However the bakers survived as, fresh still warm bread is something very special, to be picked up from the local shop and delivered to the breakfast table. As time passed, local bakers declined. The supermarkets sold the soggy crappy ‘Chorleywood’ sliced, plastic bag bread, only good for toast, at rock bottom prices. So people bought this cheap crap and didn’t eat as much of it, instead people ate more and more of the other things the supermarket provided to replace bread (which they made more profits on), bread declined. Occasionally people missed fresh bread, the supermarkets provided ‘in-store bakerys’, producing bread any real baker would be ashamed of. However, this made those who only used a supermarket to think that this was what real bread tasted like, it was no longer seen as something very special.
The supermarkets won and killed off real bread as an everyday staple. Bread is now seen as an artisan, luxury product, and often priced accordingly. This is very sad. Many place the blame on the ‘evil’ supermarkets, exploiting the British consumer. This is a rather reactionary view and is indicative of how extremist views can arise, whether they be on bread, meat-eating, political creed or religion. A blame culture, blaming others for a failure to act responsibly. Are the supermarket bosses really that evil, do they drink the tears of virgins with glee?
No. The supermarkets have simply followed the path of maximizing their own profits, without regard for their impact on society. The town planning system failed in holding back their growth. They are not evil in the sense that they set out to destroy peoples enjoyment of bread, A consequence of this is loss of bread and a loss of appreciation of the value of various foodstuffs. People are not evil, they simply follow convention and seek cheap food. This explains why bread demised, why the disgusting factory farming of animals proliferated, why people vote for political parties that superficially make the right noises.
Those of us who have invested the time to research, investigate and think have understood this. but the majority don’t. So, for those who understand, can see the situation as one where people just need to be told the truth, to be educated and they will form the same conclusions as these early seers. However, the majority appear not to listen to this vocal minority. They don’t listen because surely a minority of wierdos can’t be right, they must be extremists. So, all these dedicated minorities become tarred with the extremist label, whether they be religious converts, animal rights activists or political activists. The minorities respond by becoming exasperated, so shout louder and sometimes start acting immorally themselves ‘for the greater good’. Moral principle is lost, as well as access to a decent loaf of bread.
Corporate culture has killed off many things precious to ordinary folk. Not because pursuing a profit or greater efficiency is evil, but by taking the idea too far, without control, trying to be all encompassing. It is often heard that people don’t have the time to enjoy kneading there own loaf of bread, yet people have the time to sit for hours everyday in a traffic jam on the way to work and queue in the supermarket. It is very curious indeed how people don’t seem to take responsibility for there own lifestyles anymore in this ‘need’ to comply with contemporary economic theory.